Transcript

DELIVERING DIGITAL CR

17 June 2015

CHALLENGES OF DIGITAL CR

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THE CHALLENGES OF DIGITAL CR

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REACHING AND ENGAGING THE RIGHT

STAKEHOLDERS

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THE CHALLENGES OF DIGITAL CR

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SELECTING THE RIGHT CHANNELS

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THE CHALLENGES OF DIGITAL CR

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TO LIKE

NOT TO LIKE?

SOCIAL

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THE CHALLENGES OF DIGITAL CR

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GETTING TO GRIPS WITH THE COMPLEX WORLD OF DIGITAL

CRHOW THE FTSE PERFORMS

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YOUR CR STORY

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Why it’simportant

APPROACH

MANAGEMENT

PERFORMANCE KEY ISSUES

Objectives

Governance Engagingemployees

Case studies

Statedguideline

Sector specificcontent

Results/data

ENGAGEMENT

News

Cont

acts

Feed

backS

tori

es

PoliciesProgress

Leadership intro

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YOUR CR STORY

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84% 65%Why it’s

important

APPROACH

Objectives

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YOUR CR STORY

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54%

55%

69%

KEY ISSUES

Case studies

Sector specificcontent

Policies

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YOUR CR STORY

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46%42%37%

MANAGEMENT

Governance/committees

Engagingemployees

Leadership intro

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YOUR CR STORY

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61%

60%

50%

PERFORMANCE

Statedguideline

Results/data

Progress

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YOUR CR STORY

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32%30% 8%

39%

Alerts

ENGAGEMENT

News

Cont

acts

Feed

back

HOW COMPANIES ARE DELIVERING SOCIAL CR

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SOCIAL MEDIA ADOPTION

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90% LinkedIn

57% Twitter

40% YouTube

31% Facebook

20% Google+

95% of FTSE use social media for corporate communications

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• Is social media right for your CR?

• What are your objectives for social media?

• Which social channels are most suitable?

• What would good look like in [6] months?

BEFORE YOU START….

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• Define your vision and objectives for social media

• Select the social channels to achieve your objectives

• Define your content and engagement strategy by channel

• Select the most suitable listening and managing tools

• Define your KPIs and reporting method

• Establish governance, policies and processes

DEFINING YOUR SOCIAL STRATEGY

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• Each has their own advantages or disadvantages – review a wide range to identify which meets your needs

LISTENING AND MONITORING TOOLS

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• Create rules and processes for engagement i.e. who can say what

• Start to participate in conversations

• Use influencers to facilitate conversations

• Foster employee engagement through internal networks

DRIVING ENGAGEMENT

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• Integrating social media feeds into the website

• Promoting new content through social media to drive traffic to the website

• Enabling visitors to share content – links and imagery

• Incorporating discussions, forums and feedback to keep the site ‘living’

INTEGRATING SOCIAL AND WEBSITE

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http://www.maersk.com/en/social

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• A substantial social media presence

• Well interconnected, ensuring maximum visibility and engagement

• The content bridges key areas of interest - corporate, investor, sustainability and people.

• Content is adjusted and tailored to each of the social media channels

• Strategy is to use social media to communicate the business, the people and its overall benefit to society

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ANGLO AMERICAN

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EXAMPLES – ANGLO AMERICAN

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• Adopting social because it’s there – rather than with purpose

• Lack of planned content – leading to boring broadcasts

• Siloed social activity - and not integrated with your website

• Lack of executive support

KEY BARRIERS TO SUCCESSFUL SOCIAL

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• Digital is a key channel for responsibility communications

• Invest in telling your story through your website

• Take ownership of the CR section and how it is communicated

• Ensure consistency across your channels – print and digital

• Harness social media – but only if right for you

IN SUM….DELIVERING DIGITAL CR

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